In this sheet, one understands why it is impossible to address all types of audiences at the same time, and why it is necessary to sequence its marketing actions in order to be effective.
As explained in a dedicated fact sheet (Hyperlink to 33; How to formulate strategic objectives and goals?), defining clear objectives and strategic goals is a crucial step for deploying an effective audience management strategy. This is especially true in live performing arts, where communication and marketing resources are often limited. Optimizing each action increases its impact on the audience... and saves resources.
A common mistake is trying to address all audiences simultaneously, hoping everyone will find something relevant. However, not all spectators share the same level of engagement with your institution nor the same expectations. By leveraging audience data analysis (ticketing, CRM, digital interactions), it is possible to identify several profiles and design tailored strategies for each. This segmentation can be based on many audience characteristics - a dedicated fact sheet covers this topic (Link to 26 Define audiences to adapt your address).
Here, we focus on the very principle of segmentation and explain its stakes.
Data analysis enables the identification of several audience typologies, each requiring a specific approach:
| Typologie de public | Définition | Objectif marketing principal |
|---|---|---|
| Les fidèles | Public qui vient régulièrement, plusieurs fois par saison. | Maintenir et renforcer la relation, les engager davantage. |
| Les spectateurs en voie de fidélisation | Ceux qui ont assisté à plusieurs spectacles mais dont l’engagement n’est pas encore stable. | Encourager le réachat pour ancrer une habitude. |
| Les spectateurs occasionnels | Ceux qui sont venus une seule fois et n’ont pas encore montré de signe d’attachement. | Stimuler la récurrence et comprendre leurs motivations. |
| Les intentionnistes | Personnes ayant manifesté un intérêt (consultation du site, ajout de places au panier, abonnés à la newsletter, etc.) mais n’ayant jamais acheté. | Convertir en spectateurs payants grâce à des incitations ciblées. |
| Les spectateurs endormis (ou perdus) | Ceux qui sont venus plusieurs fois mais pas depuis plusieurs mois, qui ne réagissent plus à vos communications. | Les réengager, comprendre leur perte d’intérêt pour identifier des axes d’amélioration. |
Expectations and action levers differ from one segment to another. A communication that is too broad risks being ineffective, as it will not address the specific needs of each group. Therefore, it is not about choosing broadly between loyalty or audience diversification, but rather about sequencing your action plan and tailoring your messaging according to the stage of relationship with these audiences.
The intentionists are those who have shown interest but have not yet made a purchase. It is essential to understand their barriers and offer them tailored incentives, such as:
Spectators who have attended only once are at a crucial moment: they either return or disappear from your radar. The goal is to stimulate their curiosity and show them that coming back is worthwhile. Some examples:
These spectators are on the verge of becoming loyal but have not yet adopted regular attendance habits. It is essential to build their loyalty through various levers:
Loyal spectators form the solid foundation of an institution's audience. They should not be overlooked in favor of new audiences. Their engagement is a powerful lever for action:
A dormant spectator is someone who has previously visited a venue but whose last visit was several months or years ago. They may not be lost yet: although disengaged, they still have a history with the institution. Here are some examples to reawaken them:
We decided to reactivate the profiles of our "dormant" spectators-those who had not attended our events for at least three years. Then, we sent them an email campaign to check in and remind them of the unique cultural experiences we offer. The response was very encouraging. A large majority of those contacted were moved by our message and expressed their desire to return to our venues. Attendance at the theatre has since increased.
Lina Licciardi,
To deploy your strategy, it is essential to build a marketing calendar that differentiates actions according to segments and aligns them with your objectives (see the sheet "Formulating Objectives and Strategic Goals").
This will also help prioritize actions in case of overload.
| Temps fort | Public cible | Action |
|---|---|---|
| J-30 avant spectacle | Intentionnistes | Relance par email avec offres découvertes |
| J-15 | Occasionnels et en voie de fidélisation | Suggestion personnalisée en lien avec leur dernier spectacle vu |
| J-7 | Fidèles | Invitation à une rencontre exclusive avec les artistes |
| Jour J | Tous | Communication pratique (rappel horaire, accès, etc.) |
| J+2 | Occasionnels et intentionnistes | Email post-événement avec recommandations et incitation au retour |
| J+7 | Fidèles | Remerciement personnalisé et avantages fidélité |
This example is based on segmenting the relationship to the institution according to the different stages of the conversion funnel (see the sheet "What is a 'conversion funnel' in the cultural context?"), but you can also choose to work with other types of segmentation (see the sheet "Studying audience behaviors to adapt your messaging") depending on the nature of your campaigns or your calendar.
The key is to identify, each time, the most effective combination of:
This differentiation also applies to the content of the offers themselves-which should depend on the individual's relationship with the institution-and concerns all communication channels, including the more traditional ones like season brochures or posters.
For each channel, it is essential to put yourself in the audience's shoes: do they understand the codes to receive this communication? Is the medium appropriate to their relationship with culture? These are key questions to consider in order to target effectively while respecting the diversity of cultural practices.
Keep in mind:
Explore the topic through four main sections dedicated to the performing arts, from understanding key issues to strategic management.
This section helps you grasp how the performing arts sector is evolving in an increasingly data-driven world. Explore the sector's challenges and practices in data use, and discover why data is essential to your marketing strategies.
4 notes
Learn the fundamentals of data use in the performing arts. This section covers key concepts such as data regulations and how to use data from your ticketing system to better target your audience.
14 notes
To take things further, this section provides practical tools to implement advertising, audience targeting, and SEO techniques. Master the methods that will help you fully leverage data to optimize your online presence.
10 notes
Learn how to design and manage data-driven strategies. Discover how to define projects, oversee the rollout of tools, and articulate your needs for effective data management.
7 notes
For over 10 years, TMNlab has been supporting a French-speaking learning community of performing arts professionals to foster and promote a responsible digital culture. Want to learn more or contribute to this platform? Get in touch with us.
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